Managing Public Relations for an annual event on behalf of the event sponsor -
MEDIA MANAGEMENT/SUSTAINED PUBLIC RELATIONS
THE SITUATION
A large national retail chain has sponsored an annual school-based literature quiz for year seven and eight students for over ten years.
The event, which is a major feature of the Storylines Festival, was developed in 1991 by a senior lecturer at the Faculty of Education, University of Auckland. Although the quiz started small, by 2006 the competition was taking place in eleven different regions around New Zealand (from Northland to Invercargill) and teams were travelling from South Africa, China and the United Kingdom to compete.
We were asked by the event sponsor to manage the promotion and public relations campaign for the event, which we have continued to do every year for the past five years.
THE PROGRAMME
Every year, in the lead up to the event, the consultancy has met with the event sponsors to establish and formalise the dates and venues for all the regional finals in New Zealand and overseas. The first regional final is held in March culminating with the final in Auckland which is held at the beginning of June. Overseas finals are held in each country at scheduled times each year to enable the winners to travel to Auckland for the World Final.
From this, we established a plan and timeline for news releases and other promotional activity. News releases are scheduled to be sent out to print media and radio in the particular region where the final is being held both before the event, and after the event to announce the winning school.
The consultancy liaises with local coordinators in every region before each event to obtain information and facilitate media coverage of the quiz.
The World Final is held in mid-June at a prestigious central Auckland venue as part of the Storylines Festival, and considerable promotional activity is involved. With overseas teams now competing in the event, both local and international media are targeted to maximise exposure of the event and the sponsor.
Media releases are sent out to all national media, and the appropriate international media, with a list of schools competing from every region.
On the day of the event, two consultants assist with media liaison and direct still and video photographers.
After the event, we coordinate the release of the results and photographs to media around New Zealand and overseas.
THE RESULTS
The success of the quiz speaks for itself. Having started as a small New Zealand competition, the event now spans three continents. Registrations in every region increased significantly in 2006 and in some regions the children had to sit on the floor, as there was no space for chairs.
Media coverage of the quiz has grown in every region. In 2006, the quiz featured in nearly every major daily newspaper in the country, and radio interviews were held in many regions.
The quiz has featured on national television, regional television and on Sky Television.
Most importantly, the event sponsor has their name firmly associated with the quiz, raising brand awareness in every region around the country that the quiz is held.